The International Olympic Committee
continues its new long-term marketing focus, selling Australian TV rights to the 2002, 2004, 2006 and 2008 Olympiads to The Seven Network Limited for an estimated $140 million. Seven also holds TV rights to the 1998 and 2000 Games. Last year, the IOC signed a multi-billion dollar deal with NBC
covering the same games, has already sold global sponsorships for 1998 and 2000 games, and is discussing 2002 global deals with existing sponsors. Rupert Murdoch is also trying to buy the European TV rights for those same Olympiads for a sum exceeding $2 billion, but the IOC is said to be looking for more.